This Marc By Marc Jacobs Campaign Was Cast From Instagram

Marc Jacobs

One of the images from Marc by Marc Jacobs' Fall 2014 campaign.
Photo: Marc Jacobs Intl Facebook

Real people subbing for models was one of the big trends of New York Fashion Week for Fall 2014 but Marc by Marc Jacobs is taking that concept to a whole new level with their new campaign. Instead of casting professionals, the brand hosted an open call on Instagram and Twitter, inviting regular people like you and me to submit their best headshot tagged with #CastMeMarc for a chance to appear in the next run of ads. The next time someone tells you social media is a waste of time, just refer to this campaign, which has now transformed the lives of nine people who were plucked from the internet to model for Marc Jacobs.

Marc Jacobs

One of the images from Marc by Marc Jacobs' Fall 2014 campaign.
Photo: Marc Jacobs Intl Facebook

Judging by the first look at the campaign, the winners, who beat out a whopping 70,000 entries, totally deserve it—they already seem to have features that Marc Jacobs is known for. There's a lot of colored hair, for instance: blue, pink, platinum, and nearly ever shade of red. One of those redheads, Martin Hernandez, who we (fittingly) tracked down via Instagram, is a photographer and, in his words, "full-time dreamer" from Moscow. Nina Ricci, the woman with a bright blue 'do, on the other hand, is from Serbia—the shots she submitted are still up on her Twitter, which is really cool, in a behind-the-scenes way. On the topic of hair, there's also some incredible baby-hair styling, which seems to be the trend de rigueur. All of the campaign's models had help looking like pros in their photos from photographer David Sims and stylist Katie Grand.

Marc Jacobs

One of the images from Marc by Marc Jacobs' Fall 2014 campaign.
Photo: Marc Jacobs Intl Facebook

Usually fashion brands go all out for their fall campaigns, so it's an especially big deal that MBMJ went in this very different direction. Bringing some much-needed reality into fashion advertising is a trend that we hope catches on—there's still a glaringly wide gap in the industry's representation of different ethnicities and sizes, but at least there's progress.

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